For top healthcare brands, forging strong relationships with their audience on social media has become a prescription for success. But while many major companies attract sizable followings, what sets the top brands apart is their level of engagement — their ability to build meaningful and impactful connections with their audience.
So, which healthcare brands are leading the way on social media? Looking at the latest numbers, we’ve identified the standout healthcare brands that excel in engagement. Whether it’s through informative content on TikTok or celebratory campaigns on Facebook, these brands have risen above the competition. Let’s get into some of the top-performing healthcare brands on social and what makes them stand out.
Four Healthcare Brands Making Waves On Social
Best Healthcare Brand on Facebook: Baylor Scott & White Health
On Facebook, Baylor Scott & White Health emerges as a standout performer. This renowned healthcare brand is one of the largest not-for-profit health systems in the United States, encompassing a network of hospitals, clinics, and health centers.
BSW Health boasts an impressive 0.33% engagement rate on Facebook, nearly 12x higher than the median of the health and beauty industry (0.028%). It even outdid the median engagement rate of all industries by 5.5x.
So, what lies behind these standout engagement numbers? Baylor Scott & White has tapped into the universal elements that resonate with people, combining celebratory joy with bundles of joy — and the occasional furry friend.
One of its most popular social campaigns features its Tiniest Texans™ — newborns — dressed up for various festive occasions. Whether it’s Christmas, Halloween, or Valentine’s Day, these posts radiate joy and inspire users to engage. For instance, the Thanksgiving post below garnered a 1.48% engagement rate, nearly 53 times higher than the industry median.
Similarly, a post in honor of National Puppy Day, which introduced Canine Companions puppy Brielle and shared the heartwarming story of Brielle’s role as a future service dog, earned a noteworthy 0.89% engagement rate.
Baylor Scott & White Health’s success on Facebook is due to its ability to connect with people by tapping into themes that are universally loved. By embracing content that elicits positive emotions, celebrating milestones, and incorporating relatable elements, other healthcare brands can also create a more relatable and engaging online presence that resonates with their audience on a personal level.
Best Healthcare Brand on TikTok: Ochsner Health System
Ochsner is a leading healthcare institution that provides comprehensive and innovative medical services to communities across the Gulf South.
Scoring an engagement rate of 17.2%, the healthcare brand’s TikTok performance outperformed industry benchmarks. Specifically, Ochsner’s engagement rate is 6.5x greater than the health and beauty industry’s median of 2.63% and 3x higher than the median engagement across all industries.
The key to their success lies in providing helpful and informational medical content, often presented in a digestible “listicle” format. For example, a TikTok shedding light on “5 things gynecologists want you to know” garnered 14K engagements for Ochsner’s most engaging video within the period analyzed.
Similarly, another TikTok featured neurologist Mary Nguyen listing the five signs of early signs of ALS. It earned a commendable 36.8% engagement rate, or about 14x greater than the median for the health and beauty industry.
Ochsner Health System’s success on TikTok can be attributed to its ability to balance professionalism with relatability. TikTok users embrace content that is informative, engaging, and shareable, and Ochsner does a great job of presenting medical information in a digestible and visually appealing format.
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Best Healthcare Brand on Twitter: OhioHealth
OhioHealth is a health system based in Columbus, Ohio with a network of hospitals, healthcare providers, and numerous medical services dedicated to the well-being of its patients.
When it comes to social media, OhioHealth takes the lead on Twitter with an impressive engagement rate of 0.054%. That’s about 3x greater than the median for the health and beauty industry (0.019%) and 1.5x greater than the median engagement across all industries. So, what’s the secret behind OhioHealth’s Twitter success?
The health system strategically leveraged partnerships with sports teams, creating a powerful synergy that resonates with its target audience. By aligning itself with local teams like Columbus Crew, Ashland Eagles, and Columbus Blue Jackets, OhioHealth taps into the passion and loyalty of the sports community, stirring up engagement.
Take, for instance, a tweet celebrating the newest generation of “Columbus Crew fans” born in OhioHealth hospitals. This single tweet achieved a remarkable 0.75% engagement rate, a staggering 39x greater than the industry’s median.
The success of OhioHealth’s approach lies in the artful blending of healthcare with community and excitement. Healthcare, traditionally seen as serious and clinical, takes on a more approachable and relatable persona through these partnerships. The strategy humanizes the brand, making it a part of the community’s shared experiences and celebrations.
Best Healthcare Brand on Instagram: Luminis Health
Luminis Health is a network of hospitals and healthcare providers dedicated to fostering well-being and making a positive impact on the communities it serves. The brand’s impact extends to Instagram, where it achieved an impressive engagement rate of 2.53%.
To put this in perspective, Luminis Health’s engagement rate is around 10.5x greater than the health and beauty industry’s median of 0.241% and over 5x greater than the median engagement across all industries. This exceptional engagement speaks volumes about the brand’s ability to connect with its audience.
Much of this success seems to come from Luminis Health’s intentional focus on the human side of healthcare. The brand has expertly used Instagram to showcase the compassionate and extraordinary moments that happen on its grounds.
For instance, one post, which earned a 14.6% engagement rate, shared the story of Dr. Janelle Cooper delivering a baby in the hospital parking garage. It also featured a photo of the reunited doctors with the newborn, giving us a glimpse at the incredible and happy moment.
Another post, earning a 7.68% engagement rate, tells the heartfelt story of a wedding at Luminis Health Anne Arundel Medical Center. Despite unforeseen circumstances, the hospital staff collaborated with the Jones family to organize a wedding ceremony for a father recovering from a stroke. These stories tug at your heartstrings while also showing the brand’s commitment to going above and beyond in moments that matter.
Luminis Health also shines a spotlight on its dedicated staff, recognizing their contributions and humanizing the healthcare experience. From showcasing the artistic talents of a Patient Care Technician celebrating Pride month to engaging surgeons in a lighthearted “This or That” Reel for Valentine’s Day, the brand adds a personal touch to its online presence.
In an industry often perceived as distant and detached, Luminis Health shows that embracing the humanity within healthcare, sharing uplifting stories, and spotlighting the individuals behind the scenes can transform social media from a promotional tool to a platform for meaningful connections.
To find the top healthcare brands on social media, we looked at the engagement rates of leading healthcare brands and compared them to the median engagement rate for the health and beauty industry, using data from our 2023 Social Media Industry Benchmark Report. Analyzing data from December 1, 2022, to November 30, 2023, we ranked the brands with engagement rates higher than the industry median and identified the top performers.
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The Wrap Up
From breaking down helpful medical information to sharing heartwarming stories, these top healthcare brands have set a precedent for others to follow. For those seeking to elevate their social media presence, look to them for inspiration. Work to optimize your social media strategy today and you’ll be on your way to enhancing your online presence and forging meaningful connections with your audience.